The Shoedazzle Saga: What Every CEO Needs to Know About Sales Leadership | CEO Sales Huddle with Che Brown

In the glitzy world of fashion, even star-studded startups can hit a roadblock. Take Shoedazzle, founded by Kim Kardashian, Brian Lee, Robert Shapiro, and M.L. Lee. Despite an initial surge with a million users, the company stumbled when it deviated from its original subscription model, losing customers and drowning in overstock. Imagine a world where your favorite subscription service suddenly transforms into just another online store. Shoedazzle’s attempt to reinvent itself led to a drop in core customers and changed shopping habits. The aftermath of these decisions almost labeled Shoedazzle as a failed startup. The struggle was real, and it seemed like the brand was walking in the fading footsteps of Carrie Bradshaw. Enter Adam Goldenberg, the CEO of TechStyle, who saw potential where others saw failure. After acquiring Shoedazzle in 2013, Goldenberg and his team decided to revert to the original subscription model. They embraced the passion of Shoedazzle’s customers and employees, leveraging the TechStyle platform to turn the business around. By reinstating the $39.95 monthly plan and managing everything in-house, Shoedazzle regained 100,000 former members and saw its run rate soar from $30 million to a profitable $100 million. My Big Takeaway: The Shoedazzle story teaches a valuable lesson for CEOs: having a robust sales system is crucial. Whether it’s a subscription model, sales strategy, or sales leadership, the right approach can steer a company from the brink of failure to significant success. In the competitive landscape, understanding and nurturing the passion of customers and employees can be a game-changer. Join the www.CEOSalesHuddle.com for sales growth and business strategies. Stay Hungry. Stay Humble. Che Brown www.CEOSalesHuddle.com Connect with me: @IamCheBrown #CEOSalesHuddle #CEOSalesDashboard #CEOMasteryNetwork